Olive oil IS a luxury in Israel of all places, how did it come to this. The country has been making olive oil since the time of the Judges, and now it's off limits for regular people - NIS 40-50 a bottle is too much. In Europe and UK it costs around NIS 15, wines cost around Euro 5-6 - of decent quality, why Israeli wines - which are very good - have to cost NIS 70 a bottle? Israel is obviously an agricultural empire - we sell agri technologies around the world, export agriproduce, but can't provide inexpensive fruit, vegetables, oils, honey to our own market . Talking about Jaffa brand - Israel has lost several markets already due to a very high cost of Israel citrus products, and it's a shame. I am all for protecting a local producer but we can have exorbitant prices in order to make a small branch of industry happy under a pre-text that it provides employment to some 1000 people. Who are these people - Arab or Chinese laboureres, correct? Rami Levi is absolutely right - when the price goes down the profit is gained on volumes, and volumes will certainly increase if a bottle costs NIS 15.

people are willing to pay. How many olive growers sell oil on the side? No taxes on that. As long as the Israeli consumer is ready to pay the high prices set by stores and distributors, then they will charge us what ever they want. Of course they will say it is the taxes on the products, but that is b.s. So hold off buying products that you do not need or wait for sales.

Remember why Pop Eye had such beautiful skin? He always ate Olive Oil.

chain supermarkets will import big quantities of quality olive oil. This will attract us all to their goods.

the price will not go down.